Purplle.com is a prominent name in the BPC (Beauty Products and Cosmetics) segment in India. The app gives a good buying experience, which is very important in this competitive industry.
For this assignment, I thoroughly studied the app and went through the entire user journey to have a good understanding of the app.
In the short-time, I tried to talk to as many users as I could and understood their pain-points. I also closely studied all the competitors’ app and based on the findings from the user survey and competitor analysis, I suggest the top three features which I think can be added to the app to improve the buying experience and conversion rate
Let us dive into it
Under the make-up section of the app, an occasion section can be added for people to buy and explore options according to the occasion on which they are planning to wear their make-up.
It would suggest the user a variety of make-up products they can buy which aligns to the selection which they made.
For example, if they select “Wedding” option, it would show them heavy make-up products suitable for weddings
This feature is useful for the people who do not know the exact product they want and have a specific purpose for the purchase in their mind.
This would increase the conversion rate as it solves the problem of the people who are not exactly aware of what products they need.
<aside> 💡 We can analyse the “Click through rate” post the release as our success metric to understand the success of the feature
</aside>
Wireframe - Shop by occasions
The market for natural skincare products has grown by 1.5 times more than the normal growth of the BPC (Beauty Products and Cosmetics) industry. A lot of consumers are willing to explore only natural products. Therefore it makes all the sense to add a specific Naturals section right on the landing page of the app. Looking at the recent growth of the category, I strongly believe that this will result in improved sales.
Once the user taps on the Natural option, they will see products with 100% natural ingredients only.
This will enhance their buying experience by showing them only those options which they are interested in.
This can either be released fully or an A/B test can be conducted to pilot test the feature.
<aside> 💡 We can analyse the “Click through rate” post the release as our success metric to understand the success of the feature. We can also compare the conversion rate of Natural products before and after the release.
</aside>
Wireframe - Natural Section